You're probably wondering what a data planner does - I essentially help companies that send out marketing material to better target that material at customers who might be interested.

When a credit card company sends out leaflets or a car manufacturer offers test drives, they want to know they're targeting the right people. It's about looking at the data and devising a strategy to improve response rates. Improved response rates make it more cost efficient, which in turn keeps our clients happy.

Our customers include low cost airlines, mobile phone retailers and a number of charities. I spend a lot of time pouring over spread sheets - but then I also present my findings to our account managers and to the clients. The job is about identifying patterns in the data and explaining how to best use that information.

I may work as a data planner now, but I was originally destined to become a rock star. Straight after my degree in pharmacology I headed down to Birmingham to become part of a band and live the rock and roll lifestyle. Even after a few years, when the band fell apart following a row, I carried on as a lone guitarist. When I got to the age of 25, I realised I wasn't going to make it and set about finding what is usually described as a 'serious' job. I fired off lots of applications for grad positions and rather than sit about waiting for something to happen, I went into my local Oxfam shop and offered to help for a few hours a week.

Within a few months I was managing it, and was working 14 hours a day to save the shop from closure.

It was during this period I had my first introduction to marketing. I increased the emphasis on marketing and we managed to turn it around to the extent where it started to be used to train other managers.

With this in mind, I headed off to Bristol and did an MA in marketing and quickly joined an agency in Bath which did some direct marketing work for a number of companies that included Barclaycard. I immediately liked the planner work because it allowed me to marry up my maths skills from school with the more creative role.

After three years I came to London and have been here since. I really enjoy the job - it can be long hours at times and I've spent a few nights on the sofa in the boardroom when we were really under pressure. We all go for a drink after work and I like the fact that I'm part of a team that mucks in when required.

These days it's more air guitar than real playing, but I've no regrets about turning my back on the rock dream.